Aggressive promotion in the domestic market (beef)
Maintain beef’s popularity by building consumer confidence to use a wider range of cuts, and working with retailers and foodservice operators to raise, presentation, quality, merchandising and promotion.
Industry investment in branding and advertising, market research, channel development and stakeholder consultation has achieved strong consumer recognition in the domestic market and positively impacted beef sales.
MLA’s beef promotion program has protected beef’s 90 per cent market penetration in the face of strong competition from lower priced proteins. However, due to the size of the beef market it is difficult to calculate a specific return on this investment.
- Aggressive promotion in the domestic market: Ex-post evaluation of the 2.4 beef marketing program, The Centre for International Economics, January 2012